Question 1

When accessing a database,marketers can use sensitivity analysis to ask ________ to determine how hypothetical changes in product or brand drivers can affect sales.

Accepted Answer

A)  "what if" questions
B)  results-oriented questions
C)  data warehouse questions
D)  internal data questions
E)  buying behavior questionsF) A) and D)
G) C) and D)

Question 2

The process of defining a marketing problem and opportunity,systematically collecting and analyzing information,and recommending actions is referred to as

Accepted Answer

A)  marketing enquiry.
B)  strategic intelligence.
C)  data mining.
D)  marketing tactics.
E)  marketing research.F) B) and E)
G) D) and E)

Question 3

Martin Lindstrom used ________ to analyze buying processes and presented the findings of his research in his book Buyology.

Accepted Answer

A)  genealogy
B)  brain scanning
C)  segmentation
D)  biochemistry
E)  numerologyF) All of the above
G) D) and E)

Question 4

Qualified members of tracking studies for a new movie are asked three key questions,one of which is

Accepted Answer

A)  How much would you be willing to pay for a ticket?
B)  Will you be seeing the movie with someone else? If so,with whom?
C)  In your own words,what is the premise of the movie?
D)  Will you see the film this weekend?
E)  If you like the movie,what is the probability that you will purchase it when it is released on Blu-ray?F) A) and B)
G) C) and D)

Question 5

The U.S.Census Bureau website

Accepted Answer

A)  is a repository of information on U.S.business,economic,and trade activity collected by the federal government.
B)  is a portal to all government websites that can be found by topic or keyword.
C)  provides up-to-the-minute business news and security prices plus research reports of companies,industries,and countries.
D)  is the most popular Internet portal to enter keywords or topics for specific searches.
E)  accesses information in online databases and blogs by primary topic.F) A) and D)
G) B) and D)

Question 6

Fisher-Price watches young children play with its toys to determine if and how various products should be changed or improved.Fisher Price is collecting ________ data.

Accepted Answer

A)  observational
B)  questionnaire
C)  interview
D)  on-site
E)  focus groupF) A) and B)
G) B) and E)

Question 7

Before its production,LEGO Group marketing managers might develop a ________ for an innovative MINDSTORMS® EV3 robot that uses a color sensor,responds to voice commands,or uses GPS navigation software.

Accepted Answer

A)  virtual concept
B)  product substitute
C)  product hypothesis
D)  new-feature matrices
E)  new-product conceptF) A) and C)
G) A) and E)

Question 8

Observing people and asking them questions are the two principal ways to obtain

Accepted Answer

A)  external secondary data.
B)  internal secondary data.
C)  primary data.
D)  experimental independent variables.
E)  nonprobability data.F) C) and D)
G) A) and D)

Question 9

Grape-Nuts was one of the first cereals Post Cereal Co.ever marketed.It scores well in brand awareness studies,but recently its sales have been steadily declining.Rather than assume the product was a "dog," the Grape-Nuts marketing manager decided Post should first

Accepted Answer

A)  update the flavor of the cereal by making it slightly sweeter.
B)  increase the amount spent on advertising and sales promotion.
C)  do marketing research to identify what needs were not being satisfied.
D)  hire additional salespeople who were younger and more assertive to contact grocery stores.
E)  realign Grape-Nuts as a "star" and increase production.F) B) and D)
G) A) and E)

Question 10

Filmmakers want movie titles that use the same factors that make a good brand name.Ideally,they should

Accepted Answer

A)  be short and memorable.
B)  create a sense of mystery.
C)  use devices such as alliteration or rhyme.
D)  create a sense of familiarity.
E)  be creative.F) B) and E)
G) D) and E)

Question 11

Figure 8-4
 
-"Why do you smoke cigarettes?" is an example of which type of question?

Accepted Answer

A)  Likert scale
B)  fixed alternative
C)  dichotomous
D)  open-ended
E)  semantic differentialF) B) and E)
G) D) and E)

Question 12

A cross tabulation refers to

Accepted Answer

A)  the selection of a group of people,asking them questions,and treating their answers as typical of all those in whom they represent.
B)  a method of presenting and analyzing data involving two or more variables to discover relationships in the data.
C)  the extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions.
D)  "what if" questions that determine how hypothetical changes in marketing mix drivers influence the buying decisions of a household.
E)  the operation of computer networks that can store and process data.F) A) and E)
G) All of the above

Question 13

Figure 8-5
-Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does A represent?

Accepted Answer

A)  external data sources
B)  results
C)  data warehouse
D)  internal data sources
E)  buying queriesF) A) and D)
G) B) and E)

Question 14

In a decision,the restrictions placed on potential solutions to a problem are referred to as

Accepted Answer

A)  objectives.
B)  inhibitors.
C)  dependent variables.
D)  obstructions.
E)  constraints.F) A) and B)
G) B) and E)

Question 15

If a researcher is using data that are low in cost and save time,which type of data is this likely to be?

Accepted Answer

A)  questionnaire data
B)  mined data
C)  secondary data
D)  patented data
E)  observational dataF) All of the above
G) B) and E)

Question 16

Figure 8-6A
-Consider Figure 8-6A above.Suppose you are an owner of a local Wendy's restaurant near a large urban college or university.You hired a marketing research firm to conduct a survey among a sample of respondents in your area to find out their patronage of fast-food restaurants.Four weeks after the firm conducted the survey,it presented the following results to you.What does this figure represent?

Accepted Answer

A)  a trend extrapolation
B)  a Likert scale report
C)  a perceptual map
D)  a cross tabulation
E)  a marketing input reportF) None of the above
G) A) and D)

Question 17

After defining the problem,the next step of the marketing research approach is to

Accepted Answer

A)  develop findings.
B)  gather resources.
C)  take marketing actions.
D)  develop the research plan.
E)  collect relevant information.F) A) and B)
G) A) and C)

Question 18

Setting research objectives occurs during which step of the five-step marketing research approach?

Accepted Answer

A)  Define the problem.
B)  Develop the research plan.
C)  Collect relevant information.
D)  Take marketing actions.
E)  Develop findings.F) A) and D)
G) B) and D)

Question 19

Consider the LEGO Group MINDSTORMS® product.If the marketing research measure of success is assembly time for a particular design meant for middle school kids,which would be the best possible marketing action if the results of a marketing research study concluded,"All 10 teams could assemble Design B in 20 minutes but only three teams completed Design A"?

Accepted Answer

A)  Redesign the kits so that assembly time is more uniform.
B)  Introduce Design B.
C)  Introduce Design A,but add more new features to charge a higher price.
D)  Mine the data further for student reactions.
E)  Consult the marketing dashboards to analyze LEGO Group sales in the United States.F) A) and E)
G) A) and D)

Question 20

Two important disadvantages of secondary data are that they may be

Accepted Answer

A)  difficult to acquire and not up to date.
B)  out of date and not specific enough for the project.
C)  unavailable in time and biased toward large corporations.
D)  biased toward government objectives and out of date.
E)  costly and time-consuming.F) B) and E)
G) A) and B)

Exam 8: Marketing Research: From Customer Insights to Actions

If a researcher is using data that are low in cost and save time,which type of data is this likely to be?

Correct Answer
verified

After defining the problem,the next step of the marketing research approach is to

Correct Answer
verified

Two important disadvantages of secondary data are that they may be

Correct Answer
verified

A cross tabulation refers to

Correct Answer
verified

The process of defining a marketing problem and opportunity,systematically collecting and analyzing information,and recommending actions is referred to as

Correct Answer
verified

When accessing a database,marketers can use sensitivity analysis to ask ________ to determine how hypothetical changes in product or brand drivers can affect sales.

Correct Answer
verified

The U.S.Census Bureau website

Correct Answer
verified

Filmmakers want movie titles that use the same factors that make a good brand name.Ideally,they should

Correct Answer
verified

Fisher-Price watches young children play with its toys to determine if and how various products should be changed or improved.Fisher Price is collecting ________ data.

Correct Answer
verified

Figure 8-4 -"Why do you smoke cigarettes?" is an example of which type of question?

Correct Answer
verified

Correct Answer
verified

Figure 8-5 -Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does A represent?

Correct Answer
verified

Observing people and asking them questions are the two principal ways to obtain

Correct Answer
verified

Grape-Nuts was one of the first cereals Post Cereal Co.ever marketed.It scores well in brand awareness studies,but recently its sales have been steadily declining.Rather than assume the product was a "dog," the Grape-Nuts marketing manager decided Post should first

Correct Answer
verified

Before its production,LEGO Group marketing managers might develop a ________ for an innovative MINDSTORMS® EV3 robot that uses a color sensor,responds to voice commands,or uses GPS navigation software.

Correct Answer
verified

In a decision,the restrictions placed on potential solutions to a problem are referred to as

Correct Answer
verified

Martin Lindstrom used ________ to analyze buying processes and presented the findings of his research in his book Buyology.

Correct Answer
verified

Setting research objectives occurs during which step of the five-step marketing research approach?

Correct Answer
verified

Qualified members of tracking studies for a new movie are asked three key questions,one of which is

Correct Answer
verified

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

If a researcher is using data that are low in cost and save time,which type of data is this likely to be?

Correct AnswerverifiedShow Answer

After defining the problem,the next step of the marketing research approach is to

Correct AnswerverifiedShow Answer

Two important disadvantages of secondary data are that they may be

Correct AnswerverifiedShow Answer

A cross tabulation refers to

Correct AnswerverifiedShow Answer

The process of defining a marketing problem and opportunity,systematically collecting and analyzing information,and recommending actions is referred to as

Correct AnswerverifiedShow Answer

When accessing a database,marketers can use sensitivity analysis to ask ________ to determine how hypothetical changes in product or brand drivers can affect sales.

Correct AnswerverifiedShow Answer

The U.S.Census Bureau website

Correct AnswerverifiedShow Answer

Filmmakers want movie titles that use the same factors that make a good brand name.Ideally,they should

Correct AnswerverifiedShow Answer

Fisher-Price watches young children play with its toys to determine if and how various products should be changed or improved.Fisher Price is collecting ________ data.

Correct AnswerverifiedShow Answer

Figure 8-4 -"Why do you smoke cigarettes?" is an example of which type of question?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Figure 8-5 -Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions.What does A represent?

Correct AnswerverifiedShow Answer

Observing people and asking them questions are the two principal ways to obtain

Correct AnswerverifiedShow Answer

Grape-Nuts was one of the first cereals Post Cereal Co.ever marketed.It scores well in brand awareness studies,but recently its sales have been steadily declining.Rather than assume the product was a "dog," the Grape-Nuts marketing manager decided Post should first

Correct AnswerverifiedShow Answer

Before its production,LEGO Group marketing managers might develop a ________ for an innovative MINDSTORMS® EV3 robot that uses a color sensor,responds to voice commands,or uses GPS navigation software.

Correct AnswerverifiedShow Answer

In a decision,the restrictions placed on potential solutions to a problem are referred to as

Correct AnswerverifiedShow Answer

Martin Lindstrom used ________ to analyze buying processes and presented the findings of his research in his book Buyology.

Correct AnswerverifiedShow Answer

Setting research objectives occurs during which step of the five-step marketing research approach?

Correct AnswerverifiedShow Answer

Qualified members of tracking studies for a new movie are asked three key questions,one of which is

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
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